Vericred BenAdmin Marketing
Demand gen for the invisible infrastructure of health benefits
I came to Ideon from the customer side — I'd partnered with their team while running lead gen at Gravie, and crossed over to run demand gen for the platform itself: the API layer connecting health insurance carriers with the platforms that quote, enroll, and administer benefits. The job was building a funnel for a product buyers can't see — category education up top, customer proof in the middle, and retargeting-fueled conversion at the bottom.
Education that ends in a form fill
Reframed a "table stakes" technical topic — EDI carrier connections — as a strategic differentiator, anchored on a concrete claim: group setup in five days instead of 8–12 weeks. The blog educated; a paired side-by-side infographic converted, gated behind a download for lead capture.
A webinar built to work twice: live for engaged prospects, then repackaged as a gated recording and deployed as the bottom-of-funnel offer in LinkedIn retargeting — served to site visitors and lead-gen-form openers who'd already shown intent but hadn't converted.
Watch the webinar →The case study program
Built a repeatable customer story engine — interviewing platform leaders, quantifying before/after operations, and publishing each story as a blog-plus-gated-PDF pairing so proof content also captured leads. The first one was personal: Gravie was my former team, so I told a customer story I'd lived from the other side.
Nobody wakes up wanting an API. They want group setup in days instead of months, national reach without manual data entry, and operations that scale. Every asset in this funnel translated invisible plumbing into visible business results — then captured the lead.
Want to hear how the retargeting sequences were built, or what made a case study convert? Reach out and I'll walk you through it.